Channelling feelings of carefree exploration, HARD Clothing’s Spring Summer 2022 collection ‘Tourists of the World’ features a selection of comfortable basics, patterned shirts, elevated suits and colourful accessories. Designed and produced in Greece, the new SS22 sees the Athenian brand taking its minimalist style into a brighter direction influenced by the paintings of Nikolaos Lytras, the old advertisements of EOT (Greek Tourism Organisation) and vintage cartes postales of Greek islands.
The collection launched with a short film starring actor Michail Tampakakis on a lonely boat trip contemplating an unrequited love. It features HARD Basics, a series of matching, everyday staples in a palette of soft colours, alongside a new line of unique beachwear featuring colourful, summery illustrations. Evoking feelings of nostalgia and contemporaneity, HARD has also created a series of graphic t-shirts featuring personal photographs taken in the course of several island trips. The collection also encompasses bespoke, limited pieces created in collaboration with emerging Greek luxury sandal brand ESIOT and jewellery brand Mayol. Captured by a series of talented Greek photographers including Chris Kontos (Kennedy Magazine), Eva Balasi, and Antonis Agridopoulos , the ‘Tourists of the World’ editorial campaign travels across the Greek islands, from Athens to Syros and Anafi, highlighting the common motifs of the Greek summer experience.